Purpose

The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their digital works. Despite this, no studies have examined the drivers of continuous content contribution behavior (CCCB) toward NFTs. Hence, this study draws on the theory of relational bonds to examine how various relational bonds affect feelings of psychological ownership, which, in turn, affects CCCB on metaverse platforms.

Design/methodology/approach

Using structural equation modeling and importance-performance matrix analysis, an online survey of 434 content creators from prominent NFT platforms empirically validated the research hypotheses.

Findings

Financial, structural, and social bonds positively affect psychological ownership, which in turn encourages CCCBs. The results of the importance-performance matrix analysis reveal that male content creators prioritized virtual reputation and social enhancement, whereas female content creators prioritized personalization and monetary gains.

Originality/value

We examine Web 3.0 and the NFT creators’ network that characterizes the governance practices of the metaverse. Consequently, the findings facilitate a better understanding of creator economy and meta-verse commerce.

中文翻译：

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建立纽带：基于元宇宙的不可替代代币平台上连续内容贡献行为的关系纽带检验

目的

基于不可替代代币（NFT）的加密艺术平台的激增改变了创作者通过数字作品的创作、资产和身份来管理、拥有和赚钱的方式。尽管如此，还没有研究探讨 NFT 的持续内容贡献行为 (CCCB) 的驱动因素。因此，本研究利用关系纽带理论来探讨各种关系纽带如何影响心理所有权感，进而影响虚拟宇宙平台上的CCCB。

设计/方法论/途径

使用结构方程模型和重要性-绩效矩阵分析，对来自著名 NFT 平台的 434 名内容创作者进行的在线调查从实证上验证了研究假设。

发现

金融、结构和社会纽带对心理所有权产生积极影响，从而鼓励 CCCB。重要性-绩效矩阵分析的结果表明，男性内容创建者优先考虑虚拟声誉和社交增强，而女性内容创建者优先考虑个性化和金钱收益。

原创性/价值

我们研究了 Web 3.0 和 NFT 创建者网络，它们表征了元宇宙的治理实践。因此，研究结果有助于更好地理解创作者经济和元宇宙商业。